Radius' Beau Scroggins covers three tips to ensure your ABM efforts are as efficient and effective as possible.
Beau Scroggins — January 28, 2019
***Originally posted in the ABM in Action E-Zine here***
ABM has grown from an interesting trend for B2B companies to a full-blown, widely accepted model for sales and marketing teams to go to market. The ROI is real. According to a research report published by TOPO for the ABM Leadership Alliance, companies implementing ABM reported and average of 171% lift in annual contract value (ACV) when comparing pre- and post- ABM periods. This overwhelming success with ABM can be attributed to ABM practitioners nurturing the perception of one-to-one personalization. From the first touch point where a major account’s contact lands on a website, to every email they open, world-class ABM practitioners are dedicated to ensuring customers feel special throughout their entire journey.
The notion of personalization might lead many people to assume scalability isn’t possible. And, that can be true if your team isn’t equipped with the right tools. While trying to achieve personalization, sales and marketing teams are typically faced with three headwinds that can make the efforts far too difficult or the returns too modest to pay off:
To be successful with ABM, sales and marketing teams need to find a way to overcome these three headwinds. The good news is that there are many services and tools that equip customers for success, such as offering unlimited access to a Rolodex of business lists to kick off ABM efforts. To ensure your ABM efforts are as efficient and effective as possible, try implementing these three tips:
In-depth personalization might sound complicated and time-consuming to achieve, but given the right tools and focus, sales and marketing teams can easily apply this type of personalization for all prospects. The truth is, there are many things to consider and work on with ABM, but in my opinion, the three covered here are critical.
Product Management Lead, Radius
Beau Scroggins leads product management at Radius. He’s currently focused on helping go-to-market teams of all shapes and sizes deliver great customer experiences.
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